In the past year, live broadcast e-commerce has been moving forward in the hustle and bustle. One of the most obvious phenomena is that the top anchors seem to be stuck in an eventful situation.
In the eyebrow pencil incident in September this year, a super head anchor was "yin and yang" in front of tens of millions of fans, satirizing consumers for "reflecting" their own problems, and was scolded on the hot search, and after that, the doubts did not stop, and they were repeatedly caught in ** turmoil, and their personal image and reputation were seriously affected.
In addition, other top anchors are also facing controversy to a greater or lesser extent. The recent "small essay incident" that has attracted much attention has triggered a ** in the industry on how to balance the relationship between the head anchor and the MCN institution....What can be felt is that consumers seem to have doubts about whether it is necessary for super-head anchors to exist.
On the one hand, the supervision at the national level continues to escalate, which puts forward higher requirements for live broadcast content and anchor qualificationsOn the one hand, Hangzhou and Shanghai issued announcements one after another, rejecting the reserve price agreement ......In the face of the second half of live broadcast e-commerce, which is moving towards a more mature and standardized live broadcast e-commerce, what kind of anchors do we need in 2024?
In fact, for merchants, the anchor's ability to bring goods and commercial value are the embodiment of the status of the industry;For consumers, buying high-quality and inexpensive goods in the live broadcast room is the core appeal. The fundamental problem of online e-commerce is "the problem of trust in the virtual e-commerce environment". This means that establishing virtual trust with consumers is the core competitiveness of e-commerce anchors.
Take the former "live broadcast sister" Wei Ya as an example. Although it has disappeared from public view for a long time, it can still get thousands of fans to write messages such as "long time no see" and "I miss you so much". In the "Wei Ya's Woman" Weibo super talk, there are also many fans calling for it. The reason, in addition to her excellent professional ability, is that Wei Ya has established a subtle emotional link with fans, from trust, to companionship, and even comfort.
At present, live broadcast e-commerce has gradually become a new growth driver for e-commerce platforms and content platforms. As the focus of the live broadcast industry, the head anchor of "gaffe" often ignores one point: personal effort is a necessary factor for success, but not a sufficient factor, he is just the person who was chosen by fate.
At this point, Wei Ya has a clear understanding of her work: "I am like a bridge, consumers, merchants, people pass me every day. "It's very important for her to make everyone happy.
Wei Ya remembers that a disabled fan left a message saying that she never dared to go out to buy things because she was afraid of the strange eyes of the outside world, but in her live broadcast room, she could buy all the items she needed;There is also a fan who suffers from depression and was accompanied in the lively live broadcast room, her husband couldn't believe it at first, thinking "Are you being cheated", but later gradually understood the changes in his wife, which is the real emotional sustenance, so that emotions have an outlet.
In any case, for any industry, being able to gain the recognition of consumers is the only key to being invincible.